The introduction of ad blocking support to Safari in iOS 9 will have a $1bn (£655m) impact on digital ad revenues globally.
That's according to UBS analysts, in a report which claims concerns over iOS ad blocking have been "overblown", as it doesn't work on non-64-bit devices or include in-app ads, and because blocking still requires a level of knowledge and setup time that might put users off.
The report also downplays the impact on revenues, pointing out that this is "only" 1.3 per cent of current mobile ad spend. Safari in total accounts for $4.8bn, and the lost revenues are based on a 20 per cent adoption of ad blocking by Safari users, which UBS says could be higher than in reality.
If you want to find out more about the mobile ad blocking situation as it currently stands, you can read our Big Issues feature online or in the latest edition of our magazine.